The Complete History of The Rolex Prince & Princess

The Complete History of 

Rolex King, Queen, Prince & Princess 

The original Art-Deco Rolex Prince models are always interesting and elegant as we see with this first photo from Julian. Rolex was obviously fascinated with Royalty, by offering Queen, Princess and Prince models, but ironically they never offered a Rolex King per se, although they did make a Speed King, Air King and King Midas Watch. That being said, the Rolex crown logo was a King's Crown.

The Rolex Prince
1930

When people think about iconic Rolex models, they typically think about enduring models like the Rolex Submariner and Rolex Daytona. When they think about vintage models, they think about Rolex Bubbleback and Prince Models. Special thanks to Alan for discovering the vintage Rolex Prince ad seen below. Notice the ad below says "Only wrist watch in the world known to horological science as "Observatory Grade'", as well as 'Manufacture of the "Prince" wrist watch is limited to a comparatively small number'.

The two images below as well as the image at the top of this story show the Rolex Prince "Zebra" which features diagonal stripes. These photos appear courtesy of Bulang & Sons.

The Rolex Prince "Zebra" is the epitome of late 1920s Art-Deco design and the back of the watch is curved to fit the wrist, and as result are typically referred to as "Curvex" watches. One strange detail on the watch below is the winding crown appears to NOT be period correct, as that is a modern Rolex which debuted around 1965.

The Rolex Prince Marconi ad below is from Japan and the top line of characters in the upper left hand corner is Japanese for Rolex. The characters below read "The King of Timepieces."

Many vintage Rolex collectors are familiar with the Rolex Prince, but not that many are familiar with the Rolex Princess models, as seen in the 1930 Rolex add below. In the future, I plan to do a detailed history of the Rolex Prince & Princess models. Exploring the evolution of Rolex watches is fascinating, especially The Evolution Of The Female Rolex Archetype. Studying this history inevitably leads to How Women Began Wearing Men's Rolex Watches.

The Rolex Princess
1930

The Rolex Queen
1932

Rolex also offered Rolex Queen models as seen in the 1932 Rolex magazine advertisement below.

1930 Rolex Prince 'Jump Hour'
The First Digital Watch

The Rolex Prince line of watches was not only very precise but also offered some unusually innovative features. In particular, Rolex offered a 'Jump Hour' Rolex Prince Model as seen below.

The Rolex Prince 'Jump Hour' was the worlds first true 'Digital' watch, in the sense, it featured an aperture window at the top of the dial, that had an hour indicator wheel. In other words, if you look at the Rolex Prince Jump Hour pictured above, you will notice the red "7". So the time on this watch was 7:53 and zero seconds.

It is a fact that in 1945 Rolex introduced the Rolex Datejust, which is pictured below. Just to be crystal-clear, the yellow gold Rolex Datejust pictured below was made in 1945, and I point this out despite the fact it almost looks like it was made recently. The 1945 Rolex Datejust was the very first watch to feature a Digital Date Wheel Complication, which was considered to be revolutionary in 1945. I think it is very likely the Rolex 'Date Window' complication evolved from the Rolex Prince 'Jump Hour', which makes much sense if you think about it. 

It is amazing how timeless the original Rolex Date from 1945 is!!! Notice it lacks the Datejust designation on the dial and has no cyclops-lens on the crystal. This model was an absolute game-changer in every way, and I believe this watch represents the absolute design ethos of every modern Rolex. This includes the modern Datejust, Day-Date, Submariner, GMT-Master, Daytona, Explorer, Air-King–you name it, it all began with this model.

This was the first watch in the world to ad a date-window complication and Rolex introduced the Jubilee Bracelet in 1945 on this model. The reason it is named the Jubilee Bracelet is that the 40th anniversary (in marriage parlance) is typically referred to as The Ruby Jubilee, just as the 25th is referred to as The Silver Anniversary and the 50 Anniversary is referred to as The Golden Anniversary. I also believe it was the first Rolex watch to to have solid end links.

1932 French Rolex Prince Ad

Even though Rolex is best known for their timeless Oyster waterproof cases, and Perpetual automatic movements, the Rolex Prince was the model that really first put Rolex on the map. The original Rolex Prince watches were renowned for their precision timekeeping, and since most of the Prince models featured a rectangular dial with the hours on top and seconds below, they became popular with doctors, who would time pulses with the easy to read seconds hand located on the bottom of the dial.

The Rolex Prince models were the first watches Rolex made in large quantities that were certified with Chronometer Certification. The French Advertisement below is also from 1932 and it says the Rolex Prince possesses the perfect balance of Precision, Elegance, and Utility.

1935 Rolex Jubilee Prince 
The First Limited Edition Rolex

In 1935 Rolex offered a special limited edition Rolex Jubilee Prince model as seen in the Rolex ad below. This British Rolex ad offers an amazing piece of the Rolex history puzzle, as it is the earliest known 'Limited Edition' Rolex model I am aware of. Also, when I think about it, I am not aware of any other watch brand that offered a specially limited edition watch this early in history. This is supremely ironic, in the sense that Rolex had not offered 'Limited Edition" models since the original King Midas Rolex model from the 1960s. 

This ad is also really, really profound in the sense it says: 

"In five hundred fortunate families, and five hundred only, this watch will become an heirloom in years to come—valued ten times beyond the price that will make you its owner today. 

The science of watch-making has reached its utmost height in each of these watches: they are, in simple words, the best watches that have yet been made-at any price—in any country—at any time.

To your great-great-grand-children, one of these watches will be more than a link with history—almost the hero of the family legend, "the famous Jubilee watch" —the watch of perfect precision."

I say this is profound as Rolex is setting an interesting stage when they predict that in the future these special limited edition Rolex Jubilee models will one day be worth ten times their sale price. It is also deeply profound Rolex is presupposing links with history, in an unusually prescient way.

1936 Italian Rolex Prince Ad

1939 Art-Deco Rolex Prince 
French Magazine Ad

Photo Credit: James Dowling

Al Capone Rolex Prince

Even though the Rolex Prince was a very successfully selling model, it is not easy to find photos of famous people wearing these models. One famous man who wore a Rolex Prince is Al Capone who is pictured below.

The photo below is of Al Capone's actual Rolex Prince wristwatch he wore.

The Return of the Rolex Prince

Rolex discontinued the Prince models in the late 1940s, and more than a half-century later brought back them back in 2005. Ironically, Rolex brought back the Prince as part of their Cellini line. Sadly, Rolex recently discontinued the Prince models again, but let's take a look at the return models. The four Rolex Prince models seen below comprised the different models of the Rolex Cellini Prince line. The Rolex Prince was offered in 4 different models, available in white gold, 18ct yellow gold, and Everose Gold. The Rolex Cellini Prince models featured a Rolex caliber 7040 movement, which was COSC Certified. 

Rolex began making the Cellini line in the 1960s, and the Rolex Cellini collection was named after the famous Italian Renaissance artist, Benvenuto Cellini, who was a goldsmith, sculptor, composer and writer. The Rolex Cellini watches, like the originals were modeled in a very stylish, yet timeless Art Deco look. Today these Rolex Cellini Prince models look classic, but when they were introduced in the late 1920s, they were considered to be modern. Today, these models would be considered to be more of a dress watch.

The first Rolex Prince came to market in 1928 and was an instant success, so much so it really established Rolex as a serious force in the watch world. The original Rolex Prince was an extremely elegant, Art-Deco masterpiece and established its unique trademark style with separate hour and minute hands.

Rolex stopped making the Prince in the early 1950s, but collectors have remained very passionate about collecting the Art-Deco Masterpieces. 

In 2006 Rolex surprised the horological world when they brought back the Rolex Prince as part of their Cellini line, as seen above in Pink Gold. 

This model has a stunningly beautiful Sunbeam Rayon Flammé De La Gloire dial with Arabic Numerals on the precisely decorated dial that matches the same design element on the movement.

The new Rolex Prince came standard with the transparent display case-back so you can see its beautiful rectangular movement, which, of course, was a first for Rolex.

The Rolex Prince has a very elegant butterfly invisible folding clasp that is a work of art in and of itself.

The Rolex Prince comes in 4 different models and and is available in 18ct yellow gold, white gold and Everose Gold.

As you can see by looking into the back of the display case back the Rolex Prince is not automatic and requires hand winding. I also think it is not an Oyster and thus it is not water-proof, but I am not certain.

2008 Rolex Prince Ad

Real Life Rolex Princes & Princesses

The term or name "Rolex Prince" is an interesting use of metaphor, and it is also a double entendre if you think about it. Rolex watches are not only the timeless international mark of success but also there is something very regal about Rolex. So let's take a look at some real-life Princes, and Princesses who wear Rolex watches. The vintage Rolex ad below from the 1950s shows how regal Rolex is.

Princess Grace & Princess Caroline

Princess Grace of Monaco is pictured below with her daughter, Princess Caroline in July of 1978.  

In the zoomed-in close-up below, we can barely see Princess Grace's 26MM Yellow Gold Rolex Lady Datejust.

The photo above and below were taken at a swimming competition in Palm Beach, Monte Carlo in 1972. Princess Grace was extremely chic and stylish, as she was wearing a Pucci beach dress. Princess Grace is pictured below while attending a swimming commotion, and she is sitting next to her husband, Prince Rainier, and her their children, Prince Albert, Princess Caroline, and Princess Stéphanie are sitting below them. If you look closely you can see Princess Caroline is also wearing her two-tone Rolex ladies Datejust.

Princess Grace is pictured below with Princess Caroline in 1973, and they are both wearing 26MM Rolex Lady Datejust watches.

Princess Caroline is pictured below on the cover of People Magazine in 1978, and she is wearing her two tone Lady-Date Rolex, and her husband, Philippe Junot is also wearing his two-tone Rolex Datejust.

In the photo below taken in July of 1978 in New Jersey, we see Princess Caroline with her husband, Philippe Junot, and in this photo we get a better shot of his two-tone Rolex Datejust.

In a much more recent photo of Princess Caroline we seen below, we see her earring a 40MM Stainless Steel Rolex.

Prince Bernhard of Netherlands

First, let's start with a real Rolex Prince. Prince Bernhard who was married to Queen Juliana of The Netherlands. Prince Bernhard was a pretty hardcore Rolex fanatic, and in the future, I plan to publish more on his personal Rolex story. In the photo below we see Prince Bernhard wearing a Rolex bracelet, with the Rolex crown logo on the clasp.

Princess Madeline Of Sweden

Princess Madeline of Sweden has also been wearing many different Rolex watches over the years. She is pictured below in a recent photo, wearing a stainless steel Rolex Daytona.

Prince Andrew

Prince Andrew is the Duke Of York, and he has also been a lifetime Rolex wearer. 

When Prince Andrew was younger he wore a Rolex Submariner as seen in the photo below. When he got married, he began wearing a platinum Rolex Day-Date as seen in the photo above.

Prince Harry Of Wales

Prince Harry of Wales is pictured below wearing his stainless steel Rolex Explorer II, with the orange hand.

Prince Maha Vajiralongkorn

Prince Mama was the crown prince of Thailand, up until just recently, when in 2016 he became the King of Thailand.  The photo below showed him wearing a vintage Rolex Daytona when he was still a Prince.

Prince Fredrick of Denmark

Crowned Prince Fredrick of Denmark is pictured below sporting his LV Rolex Submariner.

1968 Rolex GMT-Master Ad, Grenoble, France Olympics

1968 Rolex GMT-Master Ad

Grenoble, France Olympics

B-58 Hustler: Rolex GMT-Master 1675

The Complete History Of The Rolex GMT-Master Series

Rolex X-Files

The Right Stuff

I FEEL THE NEED, THE NEED...

3 Rolex GMT-Masters at Mach 2

on a Nuclear Bomber

Breaking the Sound Barrier

Newly Discovered History 

Rolex and the Right Stuff 

"Peace is our Profession" 

(Motto of the Strategic Air Command)

When the delta-winged supersonic bomber flared over France, it had flown from New York to Paris in just three hours and 19 minutes—setting a remarkable world aviation record!

It was 1961, Kennedy was President, the Beatles were playing in Liverpool, and a wall was being built in Berlin. A month earlier, a human had entered space for the first time. He was Russian. The Cold War was in full swing. 

In the U.S., Rolex GMT-Masters were strapped onto the wrists of jet pilots both in the military and at Pan Am. It took a B-707 airliner almost twice the time to cross the Atlantic than it did this sleek B-58 bomber powered by four jet engines with afterburners. 

The USAF Bomber B-58 "Hustler"

The B-58 flight to Paris not only commemorated the 34th anniversary of Charles A. Lindbergh's Atlantic crossing, which took ten times longer; it also marked the opening of the 24th Paris International Air Show. 

The B-58 crew inspects the Lindbergh plaque at Le Bourget

The trans-Atlantic record breakers, still wearing their flight suits, patched jackets, black boots and Pepsi-bezeled Rolex watches, would kneel next to the Lindbergh plaque at Le Bourget airport in Paris, in a moment of relaxation and recognition of historic flight history nostalgia. 

The press was there, a few pictures were taken; they would make the front page of The New York Times, above the fold. 

Maj. William R. Payne, pilot, with Capt. William L. Polhemus, navigator, and Capt. Raymond R. Wagener, defense systems operator, earned both the Mackay and Harmon Trophies for the first supersonic Atlantic crossing, the time set by the bomber having almost halved the previous record. 

Including refueling periods that day, the B-58, nicknamed "The Hustler," averaged about 1,050 miles an hour inflight. 

This B-58 broke the speed record; seen refueling by a KC-135

Introduced by Convair only 12 years after the sound barrier was first broken, the Hustler became the first large long-range supersonic bomber to take to the skies, capable of Mach 2 at 63,000 feet. 

Faster than its contemporaries and agile enough to escape most interceptors, the B-58 was a remarkable feat of engineering, setting 19 world speed records and epitomizing the Cold War power of USAF Strategic Air Command. 

...Rolex Super Coolness... 

Precision Navigation over the Atlantic

Maj. William Payne, Capt. William Polhemus, Capt. Raymond Wagener flight-planning...

The Rolex 1675 GMT-Master on the pilots' wrists could track two time zones. The watch had exceptional visibility, and its bi-directional blue-and-red bezel made it the ideal watch for criss-crossing the globe. 

...with a Rolex GMT-Master on their wrists

The B-58 crew jumped six time zones in three hours—and they had done it 15 years before the first Concorde entered service. "If you were flying a Concorde tomorrow..." 

Each B-58 crew member had a separate cockpit.

A Crash

The story of the B-58 that set a speed record from New York to Paris ended tragically. On June 3rd, 1961, the Hustler took off from Le Bourget for its return trip to the U.S. The pilot performed a low-altitude roll as the aircraft entered a low cloud base and disappeared from view. The Hustler crashed into a potato field near Louvres and exploded in a huge fireball, killing all three crew members. 

In a bizarre twist of fate, the speed-record breakers were not onboard. Three different Air Force officers had crewed the B-58 for its flight back to the U.S. 

As for the original crew, they continued their careers in the U.S. Air Force, a Rolex on their wrists—keeping the time of their lives. The pilot, William R. Payne, would later be the first to break the 1,000 hours flying a supersonic jet. 

I found the local news reel marking the event, which can be seen below. As far as I know this is the only video available of him. There is no sound, but I've added the transcript in the description. 

This video has no sound. Here's the transcript from the local TV station:

    "The white puff of smoke boiling up from the wheels of this B-58 Hustler signifies the ticking off of 1,000 hours of supersonic jet time for the sleek jet's pilot, Lieutenant Colonel William R. Payne of 41-01 Tara Lane in Fort Worth. He is the first pilot in the United States Air Force to log a thousand hour of supersonic flight. Brigadier General Brick Holstrom, 43rd Bomb wing commander, is on hand as Col. Payne extricate himself from the pilot's seat. A B-58 weapons system operator and navigator are the only officers in the Air Force to have logged 1,000 supersonic hours. Col. 

    Payne's family is on hand as he leaves the plane, named "Wild Child Two," and is greeted by B. G. Reed, vice-president of operations at Fort Worth's General Dynamics plant. Reed presents the 39-year-old jet pilot with a certificate honoring his achievement and a thousand-hour pin. Col. Payne's B-58 career has been a string of firsts ... he is a member of the first crew in the Air Force to become combat ready in the B-58. With Col. Payne at the controls in 1961, a B-58 set two international speed records during a Fort Worth-to-Paris run, winning the coveted Mackay trophy, also for the first time."

Sincere thanks to my friend Phil from Moon Watch Universe for helping me with this story.

What is Rolex Syloxi? An In-Depth Look At Rolex's Latest Innovation by Kyle Stults...

A note from Jake: Kyle Stults is the Founding Editor and publisher of @Perpetuelle which is a superb horological resource. Kyle published a Rolex story on Rolex's innovation with Syloxi which blew my mind with how well written and researched it was, so I asked his permission to republish it on Jake's Rolex World, and he graciously agreed. The following article is extremely detailed, and I love how Kyle was able to take a typically complex story, and make it really easy to understand. 

What Is Rolex Syloxi?

An In-Depth Look At Rolex's Latest Innovation

by Kyle Stults

Rolex Syloxi Hairspring pictured above

“Syloxi” is a Rolex trademark, derived from the materials from which it is made — silicon and silicon oxide composite.  In this article, I will explore Syloxi in the context of the first component Rolex has elected to make with it — the hairspring.  After many years under development, the Rolex Syloxi hairspring was introduced in March 2014 as “the optimal silicon hairspring”, according to Rolex.   Rolex is of course not the first to introduce a silicon hairspring.  The technology is available to certain Swiss manufacturers/groups:  Ulysse Nardin (the first to introduce a silicon hairspring), Patek Philippe, the Swatch Group (Breguet, Omega et al.), though it remains still somewhat of a niche technology.

Though not the first, Rolex brings its first silicon (or ‘silicium’ as it is also called) component to market with its own set of innovations, with full in-house production capability, and in the peculiar manner (as is oft the external perception, at least) that Rolex often takes to introducing new products.  Yes, chances are you have not even have heard of Syloxi until now.  The Syloxi hairspring debuted at Baselworld 2014 — as part of the new Rolex Caliber 2236, a new generation of movement’s for women’s watches.  That’s right — Rolex quietly introduced one of its most important technical innovations in years as part of a woman’s watch. Not that there’s anything wrong with that!  And after all, what’s Rolex to do with all those Parachrom hairpsrings which currently reside in Rolex men’s watches?

Follow along as I explore in-depth the new Rolex Syloxi hairspring technology.

The Case for Silicon

In a mechanical watch, the oscillator is the guardian of time.  Comprising a hairspring and a balance wheel, this regulating organ determines the precision of the watch by the regularity of its oscillations.  Ensuring the oscillator’s regularity is one of watchmaking’s great challenges. It can only be achieved by minimizing the effects of environmental disturbances that affect the oscillator’s performance, notably temperature variations (which cause materials to expand or contract), magnetic interference, gravity and other external shocks.

Silicon, used selectively in watch components for about a decade now, has proven an ideal solution for overcoming many of the deficits of traditional hairsprings.  In particular, the performance properties of silicon are further enhanced when covered by an oxide layer, thereby largely mitigating silicon’s tendency to be affected by changes in temperature.  Thus oxide coated silicon, being thermo-compensating as well, makes for an ideal material to confront the challenges faced by the humble hairspring.

Sharing in the general performance attributes of silicon, Rolex’s new Syloxi hairspring counters the shortcomings of traditional ferromagnetic hairsprings and significantly improves the regularity of the oscillator and the precision of the watch.  It is insensitive to magnetic fields, while offering great stability when exposed to temperature variations. While intuitively more accurate than a traditional hairspring, Rolex naturally touts the Rolex Syloxi as particularly innovative among the realm of existing silicon technology.  Attributes it has achieved by using new patented solutions, including optimized geometry of the hairspring and an efficient design of its fixation systems.

Syloxi Patented Innovations

The Syloxi hairspring’s performance is based on five patents. The first concerns the material of which it is made, a silicon and silicon oxide composite (as noted, mashup “sil” and “ox” and you get ‘Syloxi’), whose thermo-compensating and non-magnetic properties allow the Syloxi hairspring to maintain its high precision when subjected to temperature fluctuations and magnetic fields.

Rolex has also developed a patented geometry that optimizes the isochronism of the hairspring as well as its chronometric regularity. The variable pitch and thickness of the coils, optimized along the whole length of the hairspring, ensures constant development in all positions, compensating for the effects of gravity.   In the close-up image below, one can observe how the coils not only increase in thickness as they progress further from the center pivot, but are increasingly spaced farther apart.

A closer look at the (patented) geometry of the Syloxi Hairspring

Rolex also refined and patented the manner of fixing the ends of the hairspring to the balance staff and the balance bridge, thereby enhancing its flatness and concentricity.  A flexible central part allows it to be attached to the balance staff without the need for glue. The hairspring remains perfectly perpendicular, flat and is self-centering.

The Syloxi hairspring terminates in a more rigid, reinforced crescent-shaped part that allows a two-point fixation to the traversing balance bridge.  These fixation points are located at opposite sides of the balance staff ensuring that the hairspring is perfectly centered, perfectly flat and free of any residual mechanical stress in its active zone.  This type of fixation also allowed Rolex to optimize the beat adjustment using the Paraflex shock absorber that features a fluting for this purpose, and which is also the signature of calibres equipped with the Syloxi hairspring.

A Rolex Paraflex Shock Absorber

Manufacturing of Syloxi

The Syloxi hairspring is manufactured entirely in-house by Rolex via a high-precision manufacturing process known as deep reactive ion etching (DRIE).  This is a well-understood and commonly used technique as it pertains to the manufacture of silicon components.

The First Rolex Caliber with Syloxi 

Rolex Reference 2236

As noted, the Syloxi hairspring was introduced in 2014 in calibre 2236, the first of a new generation of movements for Rolex women’s watches.

Rolex Datejust Pearlmaster

The first Rolex watches with Syloxi hairspring

As part of the new Caliber 2236, the Syloxi hairpsring sits alongside the brand’s range of high-performance hairsprings, namely the Parachrom hairspring that equips men’s models.

As of today, all Rolex men’s models are equipped with the blue paramagnetic “Parachrom” hairspring which was developed and patented by Rolex in 2000 and first launched in the 4130 movement in the Rolex Cosmograph Daytona.  Parachrom is made in an exclusive alloy of niobium, zirconium and oxygen.  In 2005, Rolex introduced a new patented process to modify the surface of the Parachrom hairspring and thereby further reinforce its longterm stability.  It is this same treatment that produces its characteristic blue color.  Even at a glance, however, one can see the vast differences between Parachrom and Syloxi.

Pictured above is the Rolex Parachrom Hairspring, and pictured below is the Syloxi Hairspring.

The Future of Rolex Syloxi

So without much pomp and circumstance behind it at the moment, where does this leave Syloxi today?  Rolex’s decision to introduce the Syloxi hairspring in a very low-key manner, and in a woman’s watch — appears to be a matter of tactics.  It is a cautious approach for a cautious brand.  Which is understandable for the world’s most valuable watch brand — nee, one of the world’s most valuable brands period.   At least in the near term, there is much more to lose than to gain by the hasty and unthoughtful introduction of a profound new technology into the marketplace, particularly when Parachrom hairpsprings work quite well already.

But there is no doubt that the introduction of the Syloxi hairspring is a major advancement for Rolex, and the possibility that it could one day be a major part of the Rolex caliber families is a real one.  Which naturally brings us to the “what’s next” question.  Likely, introduction into a caliber used for Rolex’s mens range.   Whether that happens one year or ten years from now is pure conjecture.  Beyond this, the question is more broad:  what’s next for Syloxi?  Watch components other than just hairsprings could be made of the high-tech material, and that’s where things could start to get really interesting over at Rolex.

One thing is for sure, these are exciting times for Rolex’s new high-performance silicon heart known as the Syloxi hairspring.

Leonardo DiCaprio is The New Face of Rolex

...The New Face of Rolex...

Leonardo DiCaprio

Leo and The Family Rolex

Did you notice the subtle reference I made to “Sly and the Family Stone” in the subtitle of this story, when I used “Leo and the Family Rolex”? The title is a play on the band’s iconic songs, 'Everyday People', 'Family Affair', and 'I Want To Take You Higher', which celebrated the unity and diversity within their group. Despite coming from diverse backgrounds and having varying roles within the band, the members were all included and considered part of the same family! Same with Rolex...

Academy Award Winning Best Actor, Leonardo DiCaprio is now the face of Rolex, or in Rolex parlance, or nomenclature—a Rolex Testimonee. (Maybe Testimonee is French, or something!?!! :-) I'm 99%++ certain "Testimonee" is Rolex's way of saying "Ambassador", in the same way Rolex has long referred (since 1932) to two-tone yellow gold and steel watch models, (including platinum & stainless) models as "Rolesium". Rolex quietly added Leonardo DiCaprio to "The Rolex Family", today—without much fanfare. 

Jake's Take

If you think about it, the metaphor, "The Rolex Family", is a brilliantly powerful metaphor on many levels!?!! The two things that stands out most about "The Rolex Family", are first and foremost, how inclusive it is; and secondly, it almost sounds like an invitation of sorts. You see, we, as human beings are very tribal creatures, that yearn to run with the most successful pack of our fellow humans. The slogan of "The Rolex Family" to my way of thinking reminds me of  Frank Sinatra singing, "Come Fly With Me!"

So "The Rolex Family" is almost a call to action of sorts...In my option it sounds like, if you wear a Rolex, you are part of "The Rolex Family"—by default...

Over the decades, I've seen Rolex come up with some pretty brilliant marketing slogans and campaign, but I think "The Rolex Family" is probably the best one yet! Kudos to Rolex!!!! Speaking of which, this new Rolex "Reach for the Crown" video that just dropped is also totally next-level inspirational...

Of course, Leonardo has been wearing a Rolex Daytona for many years, as I first reported 15 years ago, back in 2010.